Monday, April 15, 2013

Scatter My Ashes At Bergdorf's trailer!

Bergdorf Goodman is the epitome of luxury, located on one of the busiest blocks in New York City and most iconic corners of any city in the world. When I was a young girl the first thing I would make my mom do each visit to New York was take me over to Bergdorf’s to see what the fantastical window displays had in store. Like the always-ornate windows sprawling the 5th Avenue storefront, Bergdorf’s is more than just about fashion. From a shopper’s perspective, no other retailer in New York, let alone the world, provides the same experience as one gets at Bergdorf Goodman. As a retailer, BG transports shoppers to a fashion wonderland that doesn’t feel like a store; take the homey-vibe of the second floor shoe salon or the BG restaurant on 7 that seems like a mere extension of your own dining room. Luckily, the retail powerhouse is now moving from its trademark location of the past 111 years and onto the big screen.

Iris Apfel in Scatter My Ashes at Bergdorf’s

Karl Lagerfeld in Scatter My Ashes at Bergdorf’s

Filmmaker Matthew Miele has been working on the documentary – appropriately entitled, Scatter My Ashes at Bergdorf’s – for over two years. Over the course of several months Miele interviewed everyone from fashion legends such as Iris Apfel to actors, socialites and countless of Bergdorf’s top vendors – from established, international fashion gods like Karl Lagerfeld and Giorgio Armani to members of New York’s new guard such as Thakoon, the Proenza boys and the Mary-Kate and Ashley Olsen. I saw a rough cut of the film in September but after six additional months of editing the completed piece is finally coming to New York theatres on May 3rd.

Thakoon in Scatter My Ashes at Bergdorf’s

Jack and Lazaro of Proenza Schouler in Scatter My Ashes at Bergdorf’s

My favorite storyline of the film has to be the piece centered around one of Bergdorf’s unstoppable forces who is fairly unknown by the public – senior director of visual presentation, David Hoey. Matthew was lucky enough to get full access to Hoey and his creative team as they spent months designing and prepping the install of Bergdorf’s 2011 Holiday Windows – dubbed Carnival of Animals. There is nothing like the day right around Thanksgiving when the purple curtains come down and the windows are revealed. Crowds of people gather all day in the freezing cold to get a glimpse of each window’s opulence. The excitement transports me back to my childhood when I would make visits to store and not even go inside. There is no doubt a similarly enthusiastic crowed will be gathered around theatres come the film’s release in less than one month!